DMA: Move to digital marketing gathering steam

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New York—U.S. and Canadian marketers are strongly shifting budgets to digital campaigns, as well as to such newer platforms as video, mobile coupons and in-game ads, according to a new report from the Direct Marketing Association.

The DMA's "Digital Marketing in the U.S. and Canada" reported that 72% of U.S. marketers and agencies will increase their online budgets this year, with an average rise in digital marketing expenditures of 71%. Big budgetary shifts also are coming in e-mail marketing (up 53%) and mobile marketing (45%). Traditional channels such as direct mail, TV, radio and print ads all will suffer budget declines this year, according to the study.

Canadian marketers and agencies are somewhat more aggressive in their shift to digital channels, with 79% planning to increase online budgets this year, with an average expenditure increase of 76%.

DMA's online survey in August and September 2010 had 470 marketers and agency respondents.

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